Nabilah, Lady Oceana and , Raden Danang Aryo Putro Satriyono, S.T., M.T (2025) Analisis Pengembangan Strategi Pemasaran Pada UMKM Dapoer Sekawan Putri: Studi Kasus Dengan Pendekatan Matrix SWOT Dan Quantitative Strategic Planning Matrix (QSPM). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
MSME Dapoer Sekawan Putri, known for its banana chips product “Adzkira,” operates in the snack food sector offering various flavor variants. The business is striving to expand its market reach and enhance competitiveness in an increasingly dynamic digital era. This study aims to formulate a business development strategy that aligns with current conditions through an internal and external analysis approach. The methods used in this research include Strengths, Weaknesses, Opportunities, Threats (SWOT) and the Quantitative Strategic Planning Matrix (QSPM), which help to map the strategic position and determine the most effective priority actions. The analysis results indicate that the business is positioned in Quadrant 5 (Hold and Maintain) of the IE Matrix, which recommends strategies for growth and development. Meanwhile, the QSPM results suggest that digital marketing is the most attractive strategy to implement. These findings highlight the importance of utilizing digital technology and social media appropriately to strengthen product identity and unlock access to broader markets.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | swot, qspm, strategi, pemasaran. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management > Marketing Management T Technology > T Technology (General) T Technology > TI Industrial Engineering T Technology > TI Industrial Engineering > Quality Control |
| Divisions: | Fakultas Teknik > S1 Teknik Industri |
| Depositing User: | LADY OCEANA NABILAH |
| Date Deposited: | 15 Aug 2025 06:51 |
| Last Modified: | 12 Sep 2025 01:44 |
| URI: | http://eprints.ums.ac.id/id/eprint/137871 |
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